The top 10 international Pay Per Click Industry News from November 7 to 14, 2025, commented live by Gianpaolo Lorusso, the founder of ADworld Experience (the World’s Largest PPC-Cases-Only event).
2) Creative Use of Seasonal Adjustments
Matinique Roelse shared a very instructive case study in which seasonal adjustments were crucial for optimization.
https://www.linkedin.com/feed/update/urn:li:activity:7393545353809088512/
3) Meta continues to push AI to improve images and text in ads
Interesting updates on both image generation based on buyer persona types and adding text to images already uploaded
https://www.linkedin.com/feed/update/urn:li:activity:7393616547610611712/ (Bianca Bergshoeff)
https://www.jonloomer.com/qvt/highlight-image-text/ (Jon Loomer)
4) The new agentic Ads Advisor in Google Ads tested thoroughly
Jyll Saskin Gales tested the features of the newly launched Google Ads chatbot and found some surprises
https://www.linkedin.com/feed/update/urn:li:activity:7395094912553275392/
https://www.linkedin.com/feed/update/urn:li:activity:7394658370198077440/ (Ginny Marvin’s official launch announcement)
5) What are the most recurring words in the best ads?
A new study published by Rob Glover (Wordstream) highlights the “magic” words in Google Ads
https://www.wordstream.com/blog/tips-from-top-ranked-google-ads
6) Amazon sues Perplexity for its agentic e-commerce (and Tim Berners Lee is worried 😉
A strange short circuit in the PPC industry where Amazon chooses to sue an AI agent it helped fund (& the founder of the Internet explains why)
https://tinuiti.com/blog/paid-media-updates/media-update-nov-12-2025/
https://observer.com/2025/11/tim-berners-lee-ai-internet-ad-economy/ (Alexandra Tremayne-Pengelly)
7) Microsoft will require Clarity for its display network publishers
The bold move could significantly improve the quality of the repository available in the Microsoft Advertising Network (Navah Hopkins)
https://www.linkedin.com/feed/update/urn:li:activity:7394657642285117440/
8) More Incremental Attribution for Everyone
Two parallel posts highlight how both Meta and Google are increasingly focusing on this type of metrics (which should isolate incremental campaign contributions)
https://www.linkedin.com/feed/update/urn:li:activity:7395084733757558784/ (Bram Van der Hallen)
https://support.google.com/google-ads/answer/16719772
9) Mini-Guide to Click-To-Message Ads
Great executive summary of a guide to ads on Meta’s messaging platform (Andrew Hutchinson)
https://www.socialmediatoday.com/news/meta-publishes-click-to-messaging-ads-guide/805376/
Total budget now available in PMax campaigns – Thomas Eccel
Brand inclusion in shopping campaigns? Too good to be true (yet) – Anu Adegbola/Ryan Parkes/Martin Roettgerding
Here is a video commentary of the news (starting from the last one, like in any honorable news-parade): https://youtu.be/wGd5i0yO8LA
May the ROI be with you! And… more peace for everyone!
Thaaanks
Gianpaolo Lorusso
ADworld Experience founder
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